Ami Paris
France
Ami Paris is a French designer brand founded in Paris in 2011 by Alexandre Mattiussi, who remains its creative director. Starting as a menswear label, it has grown into a global men's and women's brand with more than 60 standalone stores, known for its Ami de Coeur logo.
| Founded | 2011, Paris |
|---|---|
| Founder and creative director | Alexandre Mattiussi |
| Headquarters | Paris, France |
| Award | ANDAM prize, 2013 |
| Retail footprint | More than 60 standalone stores (2024) |
| Website | amiparis.com |
What is Ami Paris?
Ami Paris, often written AMI, is a Parisian ready-to-wear house for men and women. Its name means "friend" in French, and the brand describes values of love, friendship, inclusion and diversity. Collections draw on Paris and its residents, the arts and the founder's long interest in ballet and cinema.
History
Alexandre Mattiussi, who trained at established Parisian houses, launched Ami in 2011 at the age of 30; Wikipedia dates the launch to late 2010. The first Paris boutique opened in December 2012, and the brand won the ANDAM prize in 2013. In 2016 Ami became a member of the Fédération de la Haute Couture et de la Mode. Womenswear was added to an offer that started as menswear.
Products and positioning
Ami positions itself as an accessible designer brand with a focus on everyday wardrobe pieces such as knitwear, shirts, outerwear and tailoring. The red heart and A logo, known as Ami de Coeur, is its main signature.
- Menswear: the brand's original category
- Womenswear: added as the brand grew
- Accessories: bags, caps, scarves and small leather goods
Business model and distribution
Ami has expanded quickly through its own retail network. Wikipedia reports that in 2024 the brand had more than 60 standalone stores and more than 700 points of sale, compared with a handful of boutiques in Europe, the United States, China and Japan in 2021. It also sells through its own e-commerce and wholesale partners. Details of its shareholder structure were not confirmed in the sources reviewed.
Why it matters
Ami Paris is a reference for how a contemporary designer brand can scale rapidly between premium and luxury pricing, using a recognisable logo, a broad everyday offer and a combination of own stores and wholesale.
Frequently asked questions
Who founded Ami Paris?
Ami Paris was founded by French designer Alexandre Mattiussi, who launched the brand in 2011 after training at Parisian couture houses. He remains its creative director.
Is Ami Paris a luxury brand?
Ami Paris describes itself as a French luxury house, but it is generally positioned at the accessible end of designer fashion, between premium and luxury.